Nkosivile Welcome Madinga, Reza Grever, Sihle Mugwena, Siphiwe Dlamini, Bongazana Dondolo
Abstract
Despite the introduction of fashion retail self-service kiosks in in emerging markets, limited research has examined how consumers in these markets perceive and engage with these technologies. In particular, the role of personal characteristics in shaping attitudes and continuous usage intentions remains under examined. Therefore, this study examines factors influencing attitudes towards self-service kiosks and continuous usage intentions. Data was collected using self-administered surveys and analyzed using partial least squares structural equation modelling. The results show that perceived usefulness positively influences both attitudes towards fashion self-service kiosks and the intention to continue using them, while perceived ease of use does not significantly impact either outcome. Notably, while the need for human interaction enhances attitudes towards self-service kiosks, it negatively affects continued use, and technology anxiety unexpectedly shows a positive relationship with both attitude and intention. Retailers should provide support to reduce anxiety and build user confidence in using self-service kiosks. In addition, they should adopt a hybrid service model, offering a mix of traditional checkouts and self-service kiosks at the initial stages of self-service kiosks introductions